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Cam 314-M-Service Marketing Question Paper

Cam 314-M-Service Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

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UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR STAGE 2 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 314-M-SERVICE MARKETING (SUNDAY CLASS)
DATE: DECEMBER 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer ONE and Any other TWO Questions
QUESTION ONE.
a) Describe the meaning of the phrase “physical evidence” as an element of the expanded
Marketing mix and explain the strategies a firm can employ in establishing effective physical
evidence. (10Marks)
b) Explain the meaning of the word ‘customer satisfaction’ and describe the factors that are likely
to influence the level of customer satisfaction, giving examples of possible outcomes of
customer satisfaction.
(10 Marks)
c) Using examples, evaluate the implication of the unique characteristics of services in the
development of a service marketing programme. (10 Marks)
QUESTION TWO.
The senate of a leading University has noted with great concern a sudden decline in their student
enrolment. To help solve this anomaly you have been approached as a leading Market consultant in
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the country to give possible leads to this problem. By use of the SERVQUAL model, explore the
possible dimensions of this problem and suggest workable solution to the senate.
(20 Marks)
QUESTION THREE.
Outline the Marketing mix for services and discuss why it differs from that of physical products.
(20 Marks)
QUESTION FOUR.
a) What are the main roles of the customer in delivering the service? (10 Marks)
b) What actions can a service Marketer take to ensure the customer plays these roles effectively?
c) (10 Marks)
QUESTON FIVE
Using real life examples from the Kenyan setting, critically discuss the statement that “service
businesses are not any different from manufacturing ones”. (20 Marks)

Cam 314-M-Service Marketing Question Paper

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